Know-How Exchange : Strategy

A couple questions:

1) Why do you believe you need a "customer appreciation?" Why do you feel the older Pharmacy customers are believing the pharmacy is in jeopardy of moving on or going out of business? Is the development company putting out press releasing or spreading FUD (fear, uncertainty, and doubt) some other way? Or are you assuming that based on what you know about what's going on that everyone else in the world knows too? Do you actually see customers moving away because they fear that the pharmacy is in trouble? You are very correct in saying older customers dislike uncertainty. But, the dislike change a whole lot more. I cannot believe that because "SOME DAY in the future, this pharmacy may not be here" that they would stop shopping there if it meets their needs.
2) Why do you believe a "customer appreciation" day will save the world? As you say, you want to do something that lasts through the whole year so the pharmacy and other stores see a lasting effect. You have all of the employees serve the customers naked and give away cars to every customer and I doubt you could reach all existing customers and all potential customers to have a lasting effect through the year. It's like the magic cure for slow sales is.....A BIG SALE! 50% off - two days only! And then the next weekend, when sales drop to nothing, you do it again and again and again. It's not a permanent fix.

If sales are falling off, why not diagnose the root cause and fix that. If it's negative publicity from the development firm, fight it with your own publicity. Get the local newspapers involved - it's always a good story to talk about local underdogs being picked on by a big bad corporation. Make it a cause for local politicians and celebs. You can probably get them to do this stuff pro bono. If it's lack of the right merchandise and prices to draw people, then fix that with each individual store. Use customer feedback to figure out needs and address them. Do your marketing homework - the analysis of customers and needs, competition, and the plaza stores - to develop lasting, successful strategies.

I hope this helps.

Wayde

I would offer coffee, tea and cookies one day a week, every week.

I would also go all out with customer service. So they want to move the pharmacy? Well, I'd bet they'd never expect you to set up a home delivery service while the pharmacy is 'out of the usual spot'. I know that some pharmacy chains retain the customers name, address and phone number in their database (to combat double doctoring and fake prescriptions, not to mention bad drug combos, etc). Why not ask the customer's permission to use this information to monitor their prescriptions and contact them via phone before they run out. Remind them that they may be getting low. When the refill order comes in, you have a dedicated delivery person who delivers their prescription right to their home. I don't know if this is legal, or allowed...or if you need a special bonded driver for this..but I'd sure look into it.

I would also bring in a 'preferred customer card' if you don't have one. Every week, you can select certain items that appeal to your preferred customer, and only those card holders can buy those products at the preferred rate.

Instead of offering a discount, offer extras and premiums to referred customers. Half price perfume packs at christmas. New Years Viagra special (kidding). Free pair of gloves or mitts in November. Free scarf with 200 dollar purchase. Free turkey at thanksgiving? You get the idea.

One day is not enough...when I had my drycleaning shop, I partnered with many different businesses to offer (okay...showcase) their products or services. As an example, I hooked up with the SunRype people and bought a half pallet of one litre tetra paks of orange and apple juice (https://www.sunrype.com/) With every order of drycleaning worth $10.00 or more, I gave away the customers choice of orange or apple. It cost me 1 dollar for a litre, perceived value was 2.50. Was also a heck of a conversation starter at home when the spouse asked..I sent you for the dry cleaning, and you come home with the shirts and apple juice!?

We did the same with Nestle Ice Cream bars (https://www.nestle.com), with a milk company. Eventually, we made it a permanent part of our business with our 'Goodie Bags'...but that's a whole different posting.

This can't be a one time knee jerk reaction, you have to make it a part of your business now, and for the foreseeable future (until the move is covered).

You might also want to hire a call center to do follow up phone calls for you to keep customers coming during the move period. I have a contact name for you who I'd recommend making calls for you. Rates are reasonable, and they are VERY good folks (not pushy, very friendly).

The idea is to AMPLIFY the resources you have, and fire on all cylinders to make this happen. Outsource where you can, and call in folks like a direct mail specialist, a call center specialist, email marketing specialist, etc.

If this makes sense, and you'd like some help, post a project on this forum and let expert service providers like me and a few others bid on the job.

Good luck with the move.

Oh, that reminds me....three months before we moved our dry cleaning shop, I began mailing special postcards to my top 20 percent of customers in my customer list. The first postcard was a special postcard that said: After 16 years of working on the same spot...we're moving...and we listed details and dates about the move, and a preferred customer offer. Two months before the moved, we mailed a reminder. One month before the move, we mailed a 'Think we can move 6 tons of equipment in 24 hours?' card. Once the move was complete, we mailed a postcard to all customers inviting them to 'Come and see our new place to hang' postcard, and a special offer at the new place. We worked out customer lists hard. Long and short was, we held onto 70 percent of our customers...and almost 100 percent of our top 20 percent big spender customers (which represented 80 percent of our sales).

Hope this helps you, and offers you some worthwhile advice.

Darcy Moen
Customer Loyalty Network

Montva 57:

1. Print plastic customer cards (like credit cards), put them in an envelope with a letter telling the customer to complete their name, then they will be eligible for special offers / discounts on presentation

2. Capture as many names as possible by printing forms for a grand prize. Hand one to each customer with a little pen (buy them by the hundred) and tell them to complete and put in a tall wooden box for the grand draw. If you have the space, put a shelf or desk for them to fill in the form, or design the wooden box that way.

3. Have a home worker typist on an hourly rate entering those names for your mailings about the move into a database program.

4. Name those people who get the card / give their name a 'preferred customer' and make sure staff register recognition and smile whenever they see the card (Very important, that!)

5. Have a shelf or bin with 'Discounted for preferred customers' signed on it. Have those cards handy, with the form for completion for anyone who enquires and let them have the customer discount that day.

6. 'Preferred customer' is just a generic name. You should think up one for your own shop.

7. Once up and running, your new system should be continued - it will increase custom a lot.

None of the above is expensive to run. Nor does it take time to set up - it's just the printing of the 'credit cards' that takes time, but the design can be really simple.

Let us know how this David and Goliath battle works out!

Best wishes

Peter Hobday

If you are set on having a customer apreciation day, then I would center it around some kind of news release. The chances of getting enought customers to the location to make a difference is limited. You want the ones who do not make it to the event to see the news on TV, Newpaper, Radio, etc.

Montva57 - yeah! Get someone to talk to the city officials and get one on your side. Get him / her to make a speech.

Then tell the press the date of that rally - and that big things are going to happen in the mall because feelings are running high. Suggest they use the David vs Goliath headine.

Get those 'customer cards' and forms printed to hand out at the function while the meeting progresses.

Make sure no-one else is working that crowd (like someone selling bicycles or ice cream).

Sounds like it could be a great day!

Peter Hobday

Yes, that's what I meant when I said, "Get the local newspapers involved - it's always a good story to talk about local underdogs being picked on by a big bad corporation. Make it a cause for local politicians and celebs. You can probably get them to do this stuff pro bono. "

Wayde

I had a similar experience with a pharmacy I used and had no idea they moved until I went to the store on an emergency medicine call, and it wasn't there. Because of the emotional nature of my medicine need (heart medicine for my son), I was irritated enough to change pharmacies. I was not important enough to contact, so I just moved on. You definitely don't want the pharmacy to get in that kind of rut. ... Since these are all local customers, even though there are about 7000 of them, you might suggest that the pharmacy has a phone-a-thon, similar to how a non-profit might run it, except instead of asking for donations, have the pharmacy staff and other PR/Marketing professionals who are helping call every customer. Every, single customer. A personal call which, considering your customer base, might be a little longer than the usual notification phone call, but would go along way to help those customers feel like their business is important, they are important. Since your customer base is local, the cost for this would be very minimal.

Hope this helps,

Jennifer
XPRT Creative

Hi Montva 57,

I hope you're having a great day!

DON'T RUSH...JUST HUSH
So many times we rush into a mode that is re-actionary so please consider doing the opposite of rushing...remember (haste makes waste). You have with in your view all of the great opportunities to make this process happen in a winning spirit. So don't rush just hush...yes hush which is a Southern expression for being quite.

SILENCE IS OFTEN THE BEST SOLUTION...
Real innovation begins with getting somewhere you can relax and quite the overwhelming soul. Nothing good will come out of your rushing the greatest ideas are in your hushing.

THE EASIEST ANSWERS COME RIGHT FROM OUR CUSTOMERS...
Have you thought about having a close up and personal conversation with each one of the 7,000 customers? Why not? If you have so much to lose than focus on what you have to gain by creating deeper relationships. Now is a better time than ever to ask your customers the ultimate question...

MRS., OR MR., CUSTOMER WHAT CAN I DO TO BETTER SERVE YOU?...
If you're afraid they are going to leave then what better question to ask anyone. This keeps it personal and centered on your customers. You see it's not about you but it's really, truly about what they think about the experience of what you need to do to take care of them now and in the future. Yeah, I think there is no better time than now for you to serve the customer with Passion. Most businessess fail because they are afraid to stoop low and serve the liberated customer in this fashion. But aren't they worth it.

THIS IS THE ULTIMATE IN PROVIDING QUALITY SERVICE TO A CUSTOMER THAT HAS HUNG IN THERE WITH YOU...
So what are you going to do tomorrow. That's right you're going to call a time to sit in person or talk over the phone with the customer that has built your business. And you're going to get them to tell you what you need to do for them versus you hearing gimmicks and tricks to getting your customers to thinking you care.

NO GIMMICKS, NO TRICKS JUST SOUND CUSTOMER PASSION mixed with EVANGELIZIM...
that's right! That's what the real customer is looking for. Someone they can count on to really treat them with an endearing attitude. And the first company to do this will keep their 7,000 customers happy and successful. Now let me get somewhere and hush so that I can hear the other opportunities you need to apply to this serious but easily solveable opportunity. Have a great day...Thanks for an excellent question & Remember our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. Just know that I'm here for you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

Remember "people don't mind change - they mind being changed"

If you can't get them to suggest what works best or doesn't for them and adapt to them. Otherwise don't guess just reassure them that as Valued Customers you will do all you can to maintain consistant service including home delivery of perscriptions. That's what most Drug stores are in business for not the other things duplicated by eveyother corner store.
Be their Consitant Caregiver!

Work this out however it fits your area, one day a week perhaps with the assistance of the other stores remaining.

The cost of an Rx courier shouldn't be prohibitive and is a real increased value, more than superficial juice boxes etc.